Millennialã¢â‚¬â„¢s Perspective of Brands Related to Social Media Peer Reviewed Journal

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Research Article

Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach

• Qing Yang,
• Naeem Hayat,
• Abdullah Al Mamun,
• Zafir Khan Mohamed Makhbul,
• Noor Raihani Zainol

10

• Published: March 4, 2022
• https://doi.org/10.1371/periodical.pone.0264899

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Abstract

Social media has changed the marketing phenomenon, as firms use social media to inform, print, and retain the existing consumers. Social media marketing empowers business firms to generate perceived brand equity activities and build the notion among consumers to keep using the firms' products and services. The electric current exploratory study aimed to examine the furnishings of social media marketing activities on make disinterestedness (brand awareness and brand paradigm) and repurchase intention of loftier-tech products amid Chinese consumers. The study used a cross-exclusive design, and the final analysis was performed on 477 valid responses that were collected through an online survey. Partial least squares structural equation modelling (PLS-SEM) and artificial neural network (ANN) analysis were performed. The obtained results revealed positive and pregnant furnishings of trendiness, interaction, and word of mouth on brand awareness. Customisation, trendiness, interaction, and word of mouth were constitute to positively touch brand prototype. Brand awareness and brand prototype were found to touch repurchase intention. The results of multilayer ANN assay suggested trendiness as the most notable factor in developing make sensation and make prototype. Brand awareness was plant to be an influential cistron that nurtures repurchase intention. The report'south results confirmed the relevance of social media marketing activities in predicting brand equity and brand loyalty by repurchase intention. Marketing professionals need to concentrate on entertainment and customisation aspects of social media marketing that can help to achieve brand awareness and image. The limitations of study and future research opportunities are presented at the finish of this article.

Citation: Yang Q, Hayat N, Al Mamun A, Makhbul ZKM, Zainol NR (2022) Sustainable customer memory through social media marketing activities using hybrid SEM-neural network approach. PLoS ONE 17(three): e0264899. https://doi.org/10.1371/journal.pone.0264899

Editor: Qihong Liu, University of Oklahama Norman Campus: The Academy of Oklahoma, U.s.a.

Received: September 12, 2021; Accepted: February 19, 2022; Published: March 4, 2022

Copyright: © 2022 Yang et al. This is an open admission article distributed nether the terms of the Artistic Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

Information Availability: All relevant data are within the newspaper and its Supporting Information files.

Funding: The funders had no role in report blueprint, data collection and analysis, decision to publish, or preparation of the manuscript.

Competing interests: The authors take declared that no competing interests exist.

one. Introduction

By definition, social media encompass online applications, platforms, and media promoting interaction, collaboration, and content sharing amid users [ane]. The associated marketing component renders information technology highly convenient to spread information due to its synergy-inducing scale [2], thus highlighting social media equally a practical selection for such purpose. In fact, effective information dissemination is a crucial factor in ensuring the success of social media marketing [3]. In 2018, Chinese social media users increased past 100 million [iv], while the get-go of 2020 recorded an increment for global social media users amounting to 3.8 billion. Simultaneously, recent data has shown that more than one billion people in China employ social media, every bit reflected by its social media popularising charge per unit of 74% [5]. In line with this, the Global Spider web Index has reported that a user typically makes apply of social media for upwards to 2 hours and 42 minutes per day [half dozen]. Therefore, the last decade has underlined social media marketing as an essential marketing tool, emerging as a mainstream research aspect [vii].

In general, social media offer consumers a new platform for understanding a product and interacting with people anywhere globally to share product-related experiences [8, nine]. This population is typically embedded with different awareness orientations earlier making a purchase conclusion, which can be divided into make sensation and value sensation [ten]. To compare: consumers having the make awareness orientation perceive the brand as a symbol of credibility and prestige, whereas those with value awareness usually check and compare the prices and quality of unlike brands through social media to ensure a all-time-value purchase [xi]. To this end, many companies employ social media in conveying out low-cost and high-efficiency marketing activities for consumers [7, 12]. Social media is a marketing tool wielded for four primary purposes: market research and feedback; brand promotion and reputation management; customer service and customer human relationship management; and business network [xiii, 14]. Despite its agile incorporation in companies to increase visibility and proceeds more than customers, social media-focused client loyalty-building and strengthening remain a less-explored surface area [13, 15]. Therefore, agreement how social media activities affect customer loyalty is essential for enhanced marketing strategies.

The current report discussed the impact of social media-based marketing on brand loyalty through brand equity. Entrepreneurial and large concern firms actively engage with social media-based marketing activities to inform and build attractiveness for their prospective and current consumers [16]. Furthermore, the study distinctively highlighted the touch of social media-based marking activities on consumer-level brand equity and brand loyalty in terms of repurchase intention.

The purpose of this article is to systematically and comprehensively examine the impact yielded by social media marketing activities (SMMA) towards the creation of consumer brand awareness and make prototype. Accordingly, the inquiry goal denotes filling the gaps identified in previous efforts, which include: (1) evaluating the effect of the components of SMMA (i.east., entertainment, customisation, trends, interaction, and word of mouth) on brand awareness and image; and (ii) exploring the touch of SMMA on Chinese consumer repurchase intention through make awareness and brand epitome of high-tech products.

2. Literature review

2.ane Theoretical foundation

Russel and Mehrabian initially conceived the pioneering Stimulus-Organism-Response (SOR) model in early 1974, which underlines the following operating principle: ecology stimuli (S) lead to emotional responses (O), thereby promoting behavioral responses (R). Later, endless retail scholarships accept utilised the SOR model to illustrate its importance in retailing [17, 18]. The model is currently widely implemented in consumer behavior studies [19–22]. Based on previous studies, SMMA plays a vital part in influencing customer level of make awareness and brand paradigm. Appropriately, the SOR model offers a structured method for evaluating the bear upon of perceived SMMA on brand disinterestedness and repurchase intention [11, 23–25].

The SOR model is selected as the inquiry model for the current study for 3 specific reasons. First, previous studies have comprehensively implemented the SOR framework to study human-calculator interaction leading to consumer ownership behavior [26–28]. Secondly, the SOR theory provides the direction of investigations undertaken in the hotel management, food delivery, and other services industries [29–32]. Finally, a scant corporeality of literature is bachelor pertaining to consumer behavior in Mainland china despite the model's all-encompassing implementation across unlike countries in assessing the particular topic.

two.1.ane. SMMA recognised as an environmental stimulus.

Previous research efforts have detailed the role played by SMMA to assistance in creating value, enhancing brand awareness, and building client relationships [23–25]. Furthermore, some studies accept peculiarly emphasised its utilise as a marketing stimulus towards enhancing the customer shopping feel and influencing purchase beliefs. For instance, Zhang and Benyoucef's [22] inquiry has supported SMMA equally an environmental stimulus in the SOR model. In dissimilarity, social media is thought to play an important role when companies build relationships with their customers via marketing activities [24]. Similarly, Kim and Ko [33] have differentiated its characteristics into v categories, namely: entertainment, interaction, fashion, customisation, and WOM, which are then applied to luxury brands. Afterwards, previous works led to this research defining SMMA components every bit entertainment, interactivity, popularity, customisation, and perceived chance accordingly.

Entertainment is the consequence of fun and amusement in using social media [34]. Thus, the amusement component of social media is deemed essential, whereby it enriches positive emotions and generates behaviours that involve purchase intentions [14]. Interaction is the exchange of opinions and ideas occurring betwixt social media and consumers. A stronger interaction on social media allows consumers a deeper understanding of make content and empowers better brand comprehension of user ideas and preferences, thereby contributing to the brand's social media platform itself [24]. Concurrently, consumers can also commutation realised social media platform experiences [14], whereas social media user-generated content (UGC) has emerged as an alternative brand-customer interaction [24, 35]. Trendiness is crucial and otherwise divers using the term 'trends,' which details the provision of the latest information pertaining to any products or services [25]. Tangentially, Valaei and Nikhashemi's [36] enquiry has underlined brand fashion and price as particularly notable factors determining Generation Y consumers' willingness to buy fashion items. Therefore, the trends and styles positioned by brands tin can attract more consumers of the younger age range due to their likings for new trends and trendy brands [37]. Customisation is defined as the degree to which a brand provides specific services to run across the unique tastes and needs exhibited by consumers [38]. During the consumption procedure, most customers all the same want to obtain specific services. Therefore, the electric current inquiry describes survey personalisation every bit customer perception of social media in providing customised services and coming together their preferences. Accordingly, brands can provide private and customised experiences tailored to each customer based on personalised portals and offline shops to ameliorate farther their brand epitome and brand loyalty [39]. Besides, personalisation will accurately help customers locate the products they require, thus indirectly promoting the purchases [xl]. Word of mouth (WOM) is the nearly natural and common phenomenon encountered in consumer beliefs [22]. It can denote a series of communication activities carried out by a company or product, which is normally regarded as non-commercial and private [41]. Similarly, WOM is also a source of information in the buy conclusion procedure in which consumers volition consider product operation, changes before and after buy, and consequences of the buy decision [42, 43]. The more familiar and trustworthy the WOM information sources are, the more than significant their affect on purchasing decisions [44]. WOM is more constructive than alternative SMMA channels in influencing consumer decision-making [45].

2.ane.2. Brand equity recognised as client emotional response.

In general, brand disinterestedness is divers every bit intangible avails related to brand names and brand symbols due to the possible result of make preference on the make value as perceived by make consumers [46]. Keller [47] has classified it into brand sensation and brand image, thereby describing brand equity as a social and cultural miracle. Meanwhile, brand image is firmly embedded in consumer minds and denotes the associated symbolic pregnant, which the brand pursues [48]. By definition, make image denotes the impression held past a brand in consumer retentivity, thus categorised into deep, general, and vague impressions accordingly [47]. The brand image helps empathise and accept the brand's meaning through consumer perception [49], which is a commonage result of various marketing activities and consumer experience [fifty]. In dissimilarity, brand sensation refers to consumers' ability to recognise or remember a brand [50], which aids them in searching for products to be purchased faster [51]. This element typically includes four levels, namely: brand recognition, brand remember, tiptop of the mind brand, and dominant make [52].

two.one.three. Repurchase intention recognised as consumer response.

Consumer response makes upward the final part of the SOR model [28], which tin be divided into two situations: response and abstention. Here, the response behavior depicts customer willingness to buy a production and positive WOM, whereas the avoidance behavior denotes opposite or negative WOM and unwilling purchase [20]. These responses underpin the electric current work's investigation on Repurchase intention, which is otherwise characterised as consumer repurchase intention. Achieving client loyalty is typically known as the virtually meaning objective of marketing activities equally the element is attributed to satisfied customers and consistent sales [33]. Therefore, repurchase intention is the key to fostering the relationship between customers and brands, whereby some studies take pinpointed increased loyalty and its correlated effect on reduced marketing costs and increased sales [53]. A brand owner may find it highly necessary to adjust its marketing strategy to retain valuable consumers and increment repurchase intention [25].

two.two Repurchase intention

Repurchase intention mostly refers to customer judgement of a specific brand product [54]. Alternatively, make loyalty describes customer recognition of a particular brand, chosen amidst many brands equally bolstered by the willingness to buy and repurchase products or services [55]. Therefore, brand loyalty is perceived as the repurchase intention, thus straight reflecting consumer thoughts when choosing to repurchase a detail brand [54]. Furthermore, brand loyalty is unremarkably expressed as the consumer trend to purchase or repurchase brand-related products [56, 57]. However, the level of attractiveness shown by their alternatives may affect the human relationship between recovery satisfaction and repurchase intentions [58]. Hither, elements influencing consumer repurchase intentions vary, including the lenient render policy and perceived fairness of render experience on top of the common return issues [59]. As well, loyal brand users accept low price sensitivity to associated make products, which are also introduced to their friends. Therefore, these positive sharing behaviours allow many potential customers to the brand, increasing initial and second purchase intention [lx].

2.3. Social media marketing activities and make awareness

2.3.ane Amusement and brand sensation.

Entertainment generally refers to the fun aspect embedded in brand marketing content, which has been underlined by Kim and Ko [33] and Seo and Park [24] as an integral part of SMMA. Today, brand products are no longer tethered to traditional displays; instead, they are integrated with amusement components to establish a stronger emotional connection with consumers [61]. Furthermore, it has been pinpointed as a gene that straight affects consumer attitudes towards brands [62], whereby Bilgin [63] has specifically detailed its significant consequence on make awareness and brand epitome. Accordingly, improving brand sensation is amidst the well-known corporate SMMA [33, 64]. For example, Seo and Park [24] have pointed out that such activities performed past aviation and hotel businesses positively impact make awareness and brand image. As such, the following hypotheses are formulated:

H1a: Amusement positively affects brand awareness amid Chinese consumers.

H1b: Entertainment positively affects brand image amidst Chinese consumers.

2.iii.2 Customization and brand disinterestedness.

Consumers typically believe that personalised brand recommendations align with their product preferences, and their more than personalised needs to a higher degree [65]. In social media, customisation refers to the target audience of a bulletin. Zhu and Chen [66] have thus identified the 2 types of publishing, depending on the level of message customisation: custom message and broadcast [56]. Hither, customised information targets specific people or a small number of audiences (due east.g., Facebook posts), whereas a circulate generally contains messages directed at anyone interested in the content material (e.g., Twitter tweets). Therefore, the following hypotheses are proposed:

H2a: Customisation positively affects brand awareness among Chinese consumers.

H2b: Customisation positively affects brand paradigm among Chinese consumers.

2.3.3 Trendiness and make equity.

Technology empowers firms to cultivate trends and enrich customer satisfaction and experience [67]. Trends are known for their significant impact on customer brand equity, particularly in the context of immature consumers [68]. Trendiness depicts the firms' ability to foster and spread pertinent information that empowers their brand equity [8]. The adoption of social media to attract consumers has increased amid SMEs [16]. In the luxury appurtenances industry, mode trends announce an essential chemical element in SMMA and positively impact make equity [threescore]. Kim and Lee [67] claimed that social media-based trendiness spurs make sensation and make prototype among the prospective consumers. Similarly, social media trends offer extensive awareness among users and aid develop the brand image. Therefore, the post-obit hypotheses are developed:

H3a: Trendiness positively affects make awareness among Chinese consumers.

H3b: Trendiness positively affects brand paradigm amid Chinese consumers.

2.3.4 Interaction and brand equity.

Interaction mainly describes the dynamic advice between enterprises and consumers [35], and social media empowers both to interact facilitatively. Social media-based interaction simplifies the brand communication to the brand consumers and nurtures consumers' brand experience and satisfaction [69]. Consumers and brands communicate and collaborate using various social media platforms [23]. Such platforms tin can be utilised to build consumer make awareness and constitute the right make prototype concurrently [64]. Wang et al. [59] documented that social media-based interaction influences make awareness and brand image building among immature style retail consumers. Therefore, the following hypotheses are formulated:

H4a: Interaction positively affects brand awareness among Chinese consumers.

H4b: Interaction positively affects brand image among Chinese consumers.

ii.3.v Give-and-take of mouth and brand equity.

In full general, word of oral cavity refers to consumer perception regarding the degree to which other customers recommend and share the latter's social media experiences [13]. Consumers similar to share their positive or negative experiences on social media [67]. An industry survey has revealed that a whopping 91% of respondents would consider online reviews, ratings, etc., prior to whatever product purchases from e-commerce sites. In contrast, nigh 46% concur that such reviews influence their purchasing decisions [70]. Consumers' comments on social media facilitate prospective consumers' sensation and aid build the brand prototype that subsequently influences purchase intention [44]. Chahal, Wirtz, and Verma [71] claimed that online make reputation direct affects perceived brand equity among consumers. Kim and Lee [67] suggested the positive influence of word of mouth on the levels of brand awareness and brand image amongst young Bangladeshi consumers. As such, the following hypotheses are proposed:

H5a: Word of mouth positively affects brand awareness among Chinese consumers.

H5b: Discussion of mouth positively affects make paradigm among Chinese consumers.

two.4 Brand equity and repurchase intention

Theoretically, brand equity is a subjective cess of consumer brand preferences [ten], whereby a brand rated every bit unique and appropriate by consumers indicates a high level of brand disinterestedness perceived for it [32]. Appropriately, a positive brand attitude tin positively influence the customers' repurchase intentions [55]. Zhang et al. [21] have postulated the positive link betwixt brand equity and customer loyalty. In particular, brand equity based on brand awareness and brand image positively influence repurchase intention. For instance, brand awareness and brand image promote brand purchase and repurchase [x]. Thus, the following hypotheses are generated:

H6a: Brand sensation positively affects repurchase intention among Chinese consumers.

H6b: Make image positively affects repurchase intention among Chinese consumers.

2.5 Mediating effect of brand equity

The impact of SMMA on brand disinterestedness has been confirmed in multiple previous studies in which the latter is considered the reason or motivation for purchasing sure brands. Therefore, college brand equity can be correlated with higher robustness for consumer preference and willingness to buy any products [72, 73]. Alternatively, make sensation as well affects consumer attitudes towards brands, farther stimulating their brand choice [64]. In this matter, Keller [47] believes that regardless of the attributes being related to specific make products or not, they vigorously promote the formation of brand associations, which will, in turn, directly affect consumer purchase or repurchase intentions. Therefore, brand loyalty is considered a necessary factor for ensuring repeat purchases [72, 74, 75]. Hence, the post-obit hypothesis is generated:

Hypothesis (HM): Brand awareness and brand epitome mediate the relationship between amusement, customisation, trendiness, interaction, and word of mouth on the repurchase intention amidst Chinese consumers.

3. Research methodology

three.1 Research design

The current report aimed to measure the bear on of SMMA on brand awareness and brand image, thereby leading to the repurchase of high-tech products from a brand amongst Chinese consumers. The hypotheses and associations are thus designed and tested according to Fig one. The explanatory inquiry pattern was implemented to depict the human relationship between tested variables and determine its cause and affect [76]. Meantime, quantitative methods were incorporated to study the relationship between variables, whereby the cross-exclusive survey method was utilised for data collection purposes. Gathered from the target population, this allowed an exploration of the phenomenon being studied in piece of work.

three.two Sample selection and information drove method

The current study targeted the full general population living in China who use social media platforms, namely WeChat, Tencent QQ, Sina Weibo, Youku Tudou, and Douyin, which are used past firms to promote their products. Therefore, the target population of this study included a full of 999.95 1000000 social media users in China [77]. The sample size calculation was performed using G-Power 3.one software. With power of 0.95, effect size of 0.15, and a total of seven predictors, the required sample size for the current study was 168 [78]. Moreover, the minimum sample of 200 is suggested for PLS-SEM [79]. The study aimed to employ the 2nd-generation statistical analysis technique of structural equation modelling; therefore, the study collected data from more than 400 respondents. Equally the written report was conducted during the COVID-xix lockdown, online survey was opted to protect the respondents and surveyors from COVID-19. The survey was conducted online (http://www.wjx.cn/) from May 2020 to June 2020.

Local ethics committees (Universiti Malaysia Kelantan, Malaysia) ruled that no formal ethics approval was required in this particular case based on the following reasons: (1) this study did non collect any medical data; (2) there was no known chance involved; (iii) this study did not intend to publish any personal information; (4) this study did not collect information from underaged respondents. Moreover, this study was performed in accord with the Declaration of Helsinki. Written informed consent for participation was obtained from all survey respondents. The respondents were required to read and provide their agreement to the post-obit upstanding argument posted at the start of the survey earlier they were allowed to proceed to answering the survey questions: "There is no bounty for responding nor is there whatsoever known risk. In guild to ensure that all information will remain confidential, please practise non include your name. Participation is strictly voluntary and you may turn down to participate at whatsoever time". No information was collected from anyone under 18 years old.

3.iii Survey instrument

The questionnaire consisted of ii parts, namely Parts A and B. Showtime, Part A included question items about the population profile, gender, age, monthly income, and didactics level. Meanwhile, Part B comprised question items nigh SMMA, make disinterestedness, and consumer loyalty. In total, 34 measurement items were employed to gauge SMMA, make awareness, brand epitome, and repurchase intention. The measurements were subsequently evaluated using a 5-betoken Likert scale ranging from 1 (Strongly disagree) to v (Strongly agree). A list of the question items and sources for implemented scales is detailed in Table 1 accordingly.

iii.4 Preliminary data grooming and multivariate normality

The outlier analysis with the Mahalanobis altitude (D2) measure out was conducted to guess multivariate outliers [79]. Multiple regression analysis engaged all input variables on the issue construct and saved the Mahalanobis distance for all cases. Cases with D2 of more than 26.125 were declared outliers; as a upshot, 35 cases were dropped. The subsequent assay was performed with only 477 valid cases. Peng and Lai [84] have cautioned against making general statements about the partial least squares (PLS) interpretation model capability as the action may violate the typical multivariate assumption despite the model non requiring a multivariate normal data distribution. Therefore, this report employed the Smart-PLS online tool to examination the multivariate normality. The calculations carried out revealed p-values less than 0.5 for the multivariate skewness and kurtosis for Mardias' coefficient. These outcomes successfully confirmed the non-normality of the information.

iii.5 Common Method Bias (CMB)

As suggested past Podsakoff, Mackenize, and Podsakoff [85], CMB was evaluated based on the results of Harman single gene analysis, which served every bit a diagnostic tool in this study. The obtained results suggested that a unmarried factor deemed for 35.19%, which was less than the prescribed limit of 50%. In other words, CMB was not a critical effect for the current study [85]. Moreover, Kock [86] recommended performing a total collinearity test to gauge the CMB result. A common variable formed, and all the variables regressed on the common variable as an outcome variable. The variance aggrandizement factor (VIF) for amusement (1.685), customisation (2.063), Interaction (3.451), trendiness (ii.948), give-and-take of mouth (2.202), brand sensation (3.433), brand image (2.277), and repurchase intention (two.781) did not exceed five. This reaffirmed that CMB was not a severe issue for the electric current written report [86]. The correlations matrix of the latent variables as well showed that CMB was not an issue, as all correlations did not exceed 0.900 [85].

3.6 Information analysis method

Fractional Least Squares—Structural Equation Modelling (PLS-SEM) is driven past maximising the interpretation variance of related latent structures [79]. Information technology was implemented in this study to explore the impact of SMMA on Chinese consumer repurchase intentions in the presence of non-normality issues. Artificial neural network (ANN) analysis is a non-compensatory analytical technique with deep learning algorithms based on three layers: input, output, and hidden layers. The hidden layer connects the input neurons with the output neurons [87], acting as the block-box like to the human brain [88]. The data are divided into iii parts for training, testing, and property out office of the sample. The study utilized the Root Hateful Square Errors (RMSE) value of trained and tested data to identify the predictive accuracy [89, xc].

4. Information analysis

4.1 Demographic characteristics of respondents

Every bit presented in Table 2, the majority of the respondents in this study were female (59.seven%), while the remaining 40.3% were men. The respondents were grouped into the following historic period groups: (1) 18–26 years (46.3%); (2) 27–34 years (22.eight%); (iii) 35–42 years (13.eight%); (4) 43 years and above (xvi.9%). Furthermore, 34.5% of the full respondents recorded monthly income of less than iii,000 yuan, followed by those with monthly income of between 3,001 and half-dozen,000 yuan (thirty.six%), monthly income of betwixt 6,001 and 9,000 yuan (15.iii%), and lastly, monthly income of more than than 9,000 yuan (19.4%). Amongst 477 respondents, only xvi.4% consisted of loftier school students. The majority of the respondents (63.3%) were undergraduates, followed past graduate students (xx.5%). In terms of the usage of electronic gadgets, the majority of the respondents (43.ane%) used zero to two types, followed by those who used three to 5 types (33.ix%). About 22.8% of the total respondents reported using more half dozen types. It should be noted that this study was not limited to whatsoever specific production brand or category, but rather a general assessment of high-tech products collectively.

4.2 Reliability and validity

Reliability refers to the consistency shown by the measurement items co-ordinate to the results obtained via the measurement tools implemented, thereby considerately reflecting the reasonable degree of the measured characteristics. In contrast, validity denotes their effectiveness past measuring whether the comprehensive evaluation system can accurately reverberate the evaluation purposes and requirements. Thus, information technology echoes the measurement of feature accuracy in measuring past using the measuring tool.

Table iii details the descriptive statistics, validly, and reliability criteria employed to evaluate the items used in the written report. Nonetheless, in reliability analysis, the Cronbach'due south alpha (CA) coefficient size was assessed in measuring the questionnaire reliability. In general, a coefficient larger than 0.nine indicates excellent reliability, while a coefficient above 0.8 is expert. Meanwhile, values between 0.v and 0.9 reverberate a reasonable outcome, whereas coefficients lower than 0.five render the outcomes non-trustworthy. Accordingly, CA values shown in Tabular array 3 reveal that all variables generated values greater than 0.8, indicating the latent constructs' reliabilities.

Moreover, Dillon Goldstein rho (DG rho) values more than 0.80 equally seen for all variables, further confirming the measurement item reliability. We likewise utilized the composite reliability (CR), and the CR score for all the study constructs are well to a higher place 0.85, showing satisfactory reliabilities. Tabular array 3 depicts the acceptable convergent validity attained by the constructs due to values college than 0.fifty. According to the recommendation, convergent validity was obtained if the average variance extracted (AVE) value is higher than 0.50. Finally, testing for multicollinearity issues was performed by assessing the variance inflation factors (VIF). The VIF value of each gene is less than v, suggesting that no major collinearity problem was present. From the reliability and validity testing undertaken, the Blended Reliability (CR) and Boilerplate Variance Extracted (AVE) for each factor were relatively proficient, indicating relatively good data validity.

iv.3 Discriminant validity

For the current written report, Fornell-Larcker benchmark, heterotrait-monotrait (HTMT) ratio of correlations, also as loadings and cantankerous-loadings were used for the evaluation of discriminant validity. Equally for the interpretation of Fornell-Larcker benchmark, the square root of AVE of the construct must be greater than the corresponding correlation coefficient in club to establish discriminant validity. The obtained results in Table iv showed that the study's constructs showed suitable discriminant validity. Following that, the HTMT ratio served every bit a tool to approximate discriminant validity [91]. Every bit shown in Table four, all HTMT ratios did non exceed the threshold value of 0.900, which showed that the study's latent construct accomplished suitable discriminant validity [79]. This report further verified discriminant validity via a comparison betwixt the loadings and cross-loadings of the tested constructs. More often than not, loading is the contribution of an item to the latent variable to which it belongs [79], whereas cross-loading is the contribution of an detail to other latent variables. The loading of an item that exceeds its cross-loadings indicates that the detail contributes more than to the latent variable to which information technology belongs. For the current written report, discriminative validity was deemed good. Table 5 shows all loadings and cross-loadings generated, whereby almost all loadings in the current report exceeded 0.7. As well that, the loadings of all items on their respective corresponding latent variables exceeded their cantankerous-loadings, substantiating the goodness of the questionnaire blueprint and data validity.

4.4 Path analysis

Table 6 presents the results of path assay. The recorded path coefficient for the influence of entertainment on brand awareness (β = 0.042, p = 0.114) indicated the insignificant only positive influence of entertainment on make sensation. Thus, H1a was not supported. Meanwhile, the path coefficient for the influence of customisation on brand sensation (β = -0.033, p = 0.163) revealed that information technology did not touch brand awareness. Thus, H2a was not statistically supported. Similarly, the path coefficient for the influence of trendiness on brand awareness (β = 0.390, p = <0.001) displayed its significant effect on brand awareness; thus, offering support to accept H3a. In dissimilarity, the path coefficient for the influence of interactions on make sensation (β = 0.188, p < 0.001) indicated its significant and positive influence on brand awareness, which supported H4a. Every bit for the influence of word of mouth on brand awareness, the recorded path coefficient (β = 0.109, p < 0.001) denoted its significant influence on brand awareness. Thus, H5a was supported.

Meanwhile, the recorded path coefficient for the influence of amusement on brand epitome (β = -0.014, p = 0.379) indicated its not-effect on make image, rendering the rejection of H1b. Similarly, the recorded path coefficient for the influence of customisation on brand image (β = 0.093, p = 021) revealed its influence on brand image. Thus, H2b was accustomed. In contrast, the recorded path coefficient for the influence of trendiness on brand image (β = 0.312, p < 0.001) showed its significant and positive influence on brand image. Thus, H3b was accepted. Likewise, the recorded path coefficient for the influence of interaction on brand paradigm (β = 0.389, p < 0.001) revealed its meaning and positive impact, rendering the acceptance of H4b. Additionally, the recorded path coefficient for the influence of word of mouth on brand image (β = 0.179, p < 0.001) revealed its significant and positive influence. Thus, H5b was supported.

In this study, both H6a and H6b were also accepted. The recorded path coefficients for the effects of brand sensation (β = 0.544, p < 0.001) and brand epitome (β = 0.255, p < 0.001) on repurchase intention indicated their corresponding significant and positive effects.

4.v Arbitration effects

As shown in Table 7, this report employed indirect effect coefficients, confidence intervals, and p-values to mensurate the mediation effects of make equity in terms of brand awareness and brand epitome on SMMAs (in terms of entertainment, customisation, trendiness, interaction, and word of mouth) and repurchase intention. The obtained results revealed that make awareness (β = 0.023, CI min = -0.011, CI max = 0.059, p > 0.05) insignificantly mediated the relationship betwixt amusement and repurchase intention. Similarly, brand awareness was found to insignificantly mediate the relationship betwixt customisation and repurchase intention (β = -0.018, CI min = -0.048, CI max = 0.013, p > 0.05). On the other hand, brand sensation mediated the effects of trendiness (β = 0.212, CI min = 0.159, CI max = 0.267, p < 0.001), interaction (β = 0.212, CI min = 0.157, CI max = 0.266, p < 0.001), and word of mouth (β = 0.059, CI min = 0.023, CI max = 0.101, p < 0.001) on repurchase intention.

The obtained results of the analysis further revealed that make prototype (β = -0.004, CI min = -0.022, CI max = 0.016, p > 0.05) insignificantly mediated the relationship between entertainment and repurchase intention. Besides that, brand prototype was found to mediate the effects of customisation (β = 0.024, CI min = 0.005, CI max = 0.047, p < 0.05), trendiness (β = 0.080, CI min = 0.045, CI max = 0.120, p < 0.001), interaction (β = 0.048, CI min = 0.017, CI max = 0.085, p < 0.01), and word of mouth (β = 0.046, CI min = 0.021, CI max = 0.077, p < 0.01) on repurchase intention.

4.6. Bogus Neural Network (ANN) analysis

Three ANN models were employed in this report to evaluate the data. Model A consisted of five input constructs for make awareness. Model B had v exogenous variables, and brand image served as the result variable. Lastly, Model C had brand awareness and image as input for repurchase intention. Tabular array 8 depicts the results of ANN analysis. Overall, Model A, Model B, and Model C demonstrated high prediction accuracy, every bit both RMSE training and RMSE scores for testing were rather similar [90]. Apart from that, the results showed that all ANN models had good data fitting. The goodness of fit for Model A was 59%, while Model B recorded 62%. Model C recorded the highest goodness of fit at 68%.

Sensitivity analysis was performed on all three ANN models to evaluate the contribution of each exogenous predictor for the endogenous constructs [89]. The results in Table 9 for Model A confirmed trendiness, word of mouth, and interaction as the near influential three factors that affect brand awareness. As for Model B, trendiness, interaction, and word of oral cavity were identified as 3 critical factors that meaningfully instigate make image. For repurchase intention, brand awareness was the most meaning gene, followed by brand prototype for loftier-tech products amidst Chinese consumers.

The PLS-SEM results were compared with the outcomes of these ANN models. The results are tabulated in Table ten. The comparing depicts that the ranking of factors varies for Model A and Model B. However, the ranking of factors appeared the aforementioned for Model C.

five. Discussion

This written report provided evidence about the impact of SMMA on the repurchase intention held by Chinese high-tech consumers. The cess was carried out on the five dimensions of SMMA (i.e., entertainment, customisation, trends, interaction, and WOM), two dimensions of brand equity (i.e., make awareness and brand image), and one dimension of brand loyalty (i.eastward., repurchase intention). The research conclusively revealed the positive touch on by entertainment and WOM on brand awareness in conveying out social media activities. This aligns with the outcomes of Seo and Park's [24] written report, which has indicated that social media marketing activities harness make disinterestedness, creating make sensation. Meanwhile, trendiness, interaction, and WOM positively impacted brand image, paralleling the results by Yadav and Rehman [25]. Therefore, WOM was explicitly associated with a significantly positive touch on brand awareness and image. Similarly, the work verified the hypothesis that make sensation and brand paradigm significantly touch customer loyalty. Thus, the current inquiry fully supported and confirmed the SOR model.

Furthermore, the mediation event obtained in this report depicted a satisfactory mediating effect betwixt brand awareness and the factors of amusement, WOM, and repurchase intention. Therefore, brand disinterestedness could be attributed as responsible for the relationship between the three factors. Too, it yielded a sufficient mediating effect betwixt trendiness, interaction, WOM, and repurchase intention, its weight for the relationship between brand prototype and all four factors. In contrast, brand image and brand awareness generated no mediating effect between customisation and repurchase intention.

v.1. Theoretical and applied implications

Social media marketing activities nurture and modify consumer behaviour, which predictively influence their purchase and repurchase intention. The current study offered theoretical and practical implications. Most previous studies investigated the direct furnishings of social media marketing activities on buy intention, merely the current study successfully advanced the current literature by examining the mediating role of make awareness and brand prototype in relation to repurchase intention of the brand offerings. The study'south findings would undoubtedly add value to the growing literature on social media marketing, brand equity, and repurchase intention. The electric current report utilised the SOR framework to justify the furnishings of social media marketing activities on make sensation and brand prototype in relation to repurchase intention. Social media marketing activities have become powerful marketing strategies to run into consumers' expectations and inclination to repurchase firms' brand offerings. These marketing strategies are relevant to attract new consumers and significantly empower firms to manage client relationships in order to retain the existing consumers.

The electric current study besides offered 3 practical implications. Firstly, the study's findings accost firms' management needs of developing and improving entertainment and customisation attributes in their social media marketing that can advance their efforts to harness brand equity, nurturing repurchase intention among engineering product consumers [sixteen]. Secondly, the current study emphasised repurchase intention equally the role of client loyalty. Social media marketing activities tin can significantly harness consumer-level of brand equity through brand sensation and brand image. All types of firms need to consider investing and edifice brand equity with the help of social media marketing activities. Currently, firms only concentrate on trendiness and the need to build social media marketing activities through amusement, Interaction, customisation, and discussion of mouth. Lastly, the results of the current written report confirmed the furnishings of social media marketing activities on brand awareness and make image in relation to repurchase intention. Firms need to concentrate on building brand sensation and brand image with social media marketing activities. Consumers' inclination to repurchase would develop with the right social media marketing activities, and marketers must harness brand-level equities to promote repurchase intention.

6. Limitation

However, this study has several limitations requiring further attending. For instance, the components included in the current research model did non exhaustively list the explanatory variables possibly affecting SMMA. Moreover, the current research mainly focused on high-tech Chinese consumers, limiting the outcome generalisability across the market. Therefore, futurity works should look into designing research embedded with more variables to explore different social media's effects on make disinterestedness and brand loyalty beyond different brand-consumer segments. Besides, using the SOR-based model in this report might limit the enquiry results. Thus, hereafter researchers recommend confirming, replicating, or expanding the outcomes by integrating additional model constructs or using it beyond dissimilar cultural or geographic environments. This would deepen the scholarly understanding of customers' repurchase intentions with more than depth.

Supporting information

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Source: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0264899